To narrow its circulation focus, Penton spent 18 months researching membership lists from the American Institute of Architects, the American Society of Interior Designers and other organizations in the hospitality industry.

Penton, Cleveland, produces trade magazines, Web sites, shows and conferences for several industries, including the Internet and broadband, information technology, retail, designing/engineering and leisure/hospitality markets. The company mined its own resources and added names from its leisure/hospitality lists to the Designing circulation.

Initial circulation for the magazine includes 12,000 architectural firms and designers; 10,000 interior designers; and 14,000 executives involved with hotels, spas, restaurants and city and country clubs, said Gary Dietz, publisher of Designing.

"Our belief is that all of these people will be interested in making [structural and aesthetic] improvements. They are all constantly upgrading, and they often have specified architects and designers on board," Dietz said.

Designing will publish six issues next year with the current controlled circulation base.

"We intend to have all [36,000] subscribe to the magazine," Dietz said.

Penton is using reply cards to track progress toward this goal, but Dietz would not specify a response rate.

Dietz expects to draw revenue from subscription fees; advertisers in the wall coverings, lighting, furniture and fixtures industries; and advertisers for "virtually anything that goes in a hotel."

Each installment of Designing will feature regular sections, including Workspaces, which offers a glimpse into a specific designer's personal work space; and Construction/Renovation, which focuses on design projects in the developmental stages, allowing designers to bid on new work.

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